Kay Jewelers is overhauling its brand to connect with younger shoppers, featuring a new ad campaign, store redesigns, and a casual jewelry collection aimed at Gen Z.
The refreshed Studio By Kay collection, launching October 28, boasts over 30 styles designed for everyday wear, ranging from $199.99 to $2,199.99, including hoops and stackable rings.
Recognizing emerging competitors like Mejuri, Kay Jewelers focuses on modernized stores and evolving its marketing strategies to appeal to the younger generation's taste for casual elegance.
The new ad campaign continues the 'Every Kiss Begins with Kay' tagline while showcasing diverse couples in real-life settings, aiming to resonate with today's consumers.
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